Brand Creep: The Challenge of Multi-Brand Portfolios

Many companies have multiple brands within the same category. For example, Starwood Hotels and Resorts Worldwide has W, St Regis, Sheraton and Westin. For a multi-brand portfolio to be successful, each brand must be targeted to a specific segment and must embody a unique selling proposition (USP). Consider Procter & Gamble’s laundry detergent portfolio in the United States some time ago. To keep things simple for the purposes of this exposition, assume P&G had only the following four brands with the respective USPs:

  • Tide, positioned as a complete family detergent
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